Case Study: a quick service restaurant boosts drive-thru speed and sales with Market Force

QSR Chain Opens Window of Opportunity to a $50 Million Breeze

A large quick service restaurant (QSR) chain was looking to reignite its growth and improve its customer experience, starting with its underperforming drive-thru operations. The brand engaged Market Force Information to understand its execution challenges and to improve operational performance, customer satisfaction, and sales.

Market Force implemented a mystery shopping program and advanced analytics to measure the drive-thru experience. They identified that less than half of the locations were meeting the brand's 165-second speed standard and found that underutilizing drive-thru windows was a key factor slowing performance. Market Force calculated that staffing both windows could yield a net gain of over $200 million annually and that improving the slowest stores represented a $54 million sales opportunity. Their analysis also identified six key operational factors that led to a 90 percentage point lift in customer satisfaction when executed well.